House of Shandy Lands In NYC, Sees Rapid Placement Through Manhattan Beer

Chris Furnari

Oct. 25, 2012 at 12:38 PM

Since its launch in April, House of Shandy has methodically selected its distribution territories, launching two shandy products — Curious Traveler and Tenacious Traveler – in a total of 17 to date. Most recently, the company added Delaware, New Jersey and New York City to a growing list of new markets.

Manhattan Beer Distributors is selling the brand in New York City and General Manager Robert Mitchell told Brewbound.com that even after four weeks, House of Shandy has been well-received amongst retailers.

“It’s a shandy in the fall but folks seem to like it,” he said.

The brand is already on tap at 124 on-premise locations and has earned roughly 1,000 points of distribution at the off-premise level. Still, Mitchell said it’s too early to tell what the long term success will be.

The brainchild behind House of Shandy — part of the Alchemy & Science incubation project – is serial entrepreneur Alan Newman, the founder of Magic Hat Brewing. His hope is to provide refreshing year-round shandy products to craft beer consumers.

Brewbound.com recently sampled both Curious Traveler and Tenacious Traveler. Those reviews can be found here.